In an exciting development, Tata Group-owned Air India Express has unveiled a dynamic new brand identity, characterized by a striking color scheme dominated by shades of orange and turquoise. The unveiling of this fresh visual identity took place at the Mumbai airport, marking a significant milestone in the airline’s evolution.
A Color Palette of Enthusiasm and Style
The airline’s new visual identity features an energetic and premium color palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colors.
The prominent use of Express Orange signifies the airline’s core values of enthusiasm and agility, embodying the quintessential warmth of India. Meanwhile, Express Turquoise represents the brand’s style, contemporary sensibility, and a digital-first approach.
Traditional Art Meets Modern Aviation
The airline’s new branding also extends to its aircraft livery, with the first of the modern Boeing 737-8 aircraft taking inspiration from traditional Bandhani textile designs. The upcoming aircraft will showcase designs inspired by other traditional patterns like Ajrakh, Patola, Kanjeevaram, and Kalamkari, showcasing India’s rich artistic diversity.
A Vision of Growth and Transformation
Aloke Singh, the Managing Director of Air India Express, expressed that this rebranding signifies a new phase in the airline’s ambitious growth and transformation journey, starting with the induction of modern and fuel-efficient Boeing B737–8 aircraft.
Air India Express: Ambitious Growth and Transformation Plan
With 50 aircraft set to be inducted into the fleet over the next 15 months, Air India Express is poised to double in size in a remarkably short span. Over the next 5 years, it aims to expand its fleet to about 170 narrow-body aircraft, covering both domestic and short-haul international routes.
A Sonic Identity that Resonates
In addition to the new visual identity, Air India Express introduced a signature sonic identity, featuring a vibrant melody and a musical logo that evokes the Rasas of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India.
Tata Group’s Airline Business Expansion
It’s important to note that this unveiling follows Air India’s rebranding on August 10, when it introduced ‘The Vista,’ a new brand identity inspired by the golden window frame’s peak, symbolizing “limitless possibilities.” Tata Group continues its efforts to consolidate its airline business, which includes the merger of Vistara with Air India, signifying a transformative phase in the aviation industry.
Embracing India’s Cultural Heritage
Air India Express’s new visual identity not only reflects its commitment to growth but also pays homage to India’s rich cultural heritage through its aircraft designs, further connecting passengers to the nation’s diverse artistic traditions. The airline is not just rebranding its image but also redefining the passenger experience with a vibrant new visual and sonic identity. As it expands its fleet and embraces India’s rich cultural diversity, the airline is poised to make a significant mark in the aviation industry.
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